2026-09-21T13:42:16Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/101183 2023-07-11 col_2142_5131 col_2142_49999 com_2142_5130 com_2142_49998 com_2142_16323

en Sar, Sela Shen, Doreen 2018-09-04T20:36:42Z 2018-09-04T20:36:42Z 2020-09-05T09:15:13Z 2018-04-19 2018-05 This paper examines the interactive effects of mood, culture and message appeal (i.e., congruity/incongruity between ad appeals and product types). Two online experiments were conducted with 438 participants from both U.S. and China. All participants (i.e., Americans and Chinese) were randomly assigned to either a positive or negative mood condition and were asked to read either a greeting card ad (Study 1) or a household printer ad (Study 2) that contained either experiential or functional verbal claims. The results showed that people from different cultural backgrounds and in different mood states had different ad preferences. There were main effects of culture as well as main effects of ad congruity on persuasion outcomes. However, the three-way interaction of mood, culture and message appeals on persuasion outcomes was not significant. Theoretical and practical implications are discussed in regard to how American and Chinese consumers in different mood states process different types of ad message appeal. Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2020-05-01 The student, Doreen Shen, accepted the attached license on 2018-04-17 at 17:25. The student, Doreen Shen, submitted this Thesis for approval on 2018-04-17 at 17:31. This Thesis was approved for publication on 2018-04-19 at 14:10. DSpace SAF Submission Ingestion Package generated from Vireo submission #12326 on 2018-08-31 at 17:20:16 Made available in DSpace on 2018-09-04T20:36:42Z (GMT). No. of bitstreams: 2 SHEN-THESIS-2018.pdf: 2720232 bytes, checksum: a99f48132d52e7b95944bcc6e7eb812f (MD5) LICENSE.txt: 4208 bytes, checksum: 34dbf4150c9745b9cb1c55cdc05efa4e (MD5) Previous issue date: 2018-04-19 Embargo set by: Seth Robbins for item 107267 Lift date: 2020-09-04T20:37:00Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system Embargo set by: Seth Robbins for item 107267 Lift date: 2020-09-04T20:42:08Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system U of I Only Restriction Lifted for Item 107267 on 2020-09-05T09:15:13Z. application/pdf http://hdl.handle.net/2142/101183 Copyright 2018 Doreen Shen Mood culture product type message appeal information processing incongruity Exploring the effects of mood states, cultural background, and the congruity between ad appeal and product type on consumers’ attitudes and purchasing intentions text text Advertising Advertising University of Illinois at Urbana-Champaign Thesis M.S.